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5 Essentials For Going Trigger Happy On The Sign-up Anniversaries!

People like being wished on their birthdays and other special occasions, but everyone does birthday emails. If you want to go that extra mile to groom your relation with your subscribers and attain email marketing nirvana, why not surprise your subscribers with a personalized wish on their subscription anniversary! This would not only set you apart from the clutter, but will also help subscribers remember the long-term association they have had with you, which in turn will lead to brand loyalty and conversions. You could use big data and set up an automated work-flow for anniversaries. Such a trigger will help reducing the list churn rates, as the subscribers will always be up for the surprises you are going to shower on them in the form of positive relationship, reinforcement and incentives. All you need for sending out a sign-up anniversary triggered email is the subscription date and may be, few more data sets on individual subscriber history and you are good to roll. Amazingly simple!

There is a stark difference between doing it and doing it right when it comes to emails so, here is your 5 point check list brought to you by Monks on how to get anniversary emails right:

Open up with a bang

To ensure that your email gets viewed, personalize your subject line and snippet text. For instance, open with a subject line, “Celebrate 1 year of togetherness” this will help develop a connect with the viewer. If you have a discount or other incentive for the subscriber you could also add that to the subject line in a subtle manner (subtle being the key here), you could have a subject line, “Celebrate 1 year of togetherness, as a great surprise awaits you”, this will increase curiosity and the email open rate. You could also personalize the snippet text likewise.

Personalize

Personalization is the key to make your subscriber happy from heart. As different individuals have different experiences during their stay with your brand, personalize the experience. Apart from using their names, include some more relevant insights based on their purchases, loyalty points or vital touch-points during the journey.

Put on your creative cap

Make the anniversary email look really trendy. Put on your creative cap, and add an appropriate amount of imagery to the email and possibly blend it with your brand assets. Use the subscriber’s photo alongside your mascot, if any. You could also share a special write-up, to make the subscriber feel special and link it to a CTA, if you so desire. Remember, do not go overboard, after all it’s the subscriber’s anniversary not yours! Control your internal sales demon!

Bless them with more!

So now when they are one year through, do you have some special blessings in store for them? You need to appreciate your subscribers by not just thanking them but by giving them appropriate incentives for their loyalty. You could offer them a special discount or a promotional coupon or a free trial of your services or any other incentive as a gesture of appreciation to show them that you really value them.

Social engagement

Give your subscribers an opportunity to share the experiences they have had with you. Embed social media and forward to a friend button within your email, making the email easily shareable. You can also give mileage to the campaign yourself by sharing a word about your association with the subscriber on your social pages. This will up your social media presence and help people relate more with your brand.

Some more occasions to delight subscribers and go trigger happy

Product specific purchase anniversary

You could send a triggered email to your subscribers on the purchase of specific products like electronic gadgets, wedding gowns, etc or on the first purchase that the subscriber made with your brand. This can be the perfect way to capture the experience they had with the product and might also lead to further purchases based on a positive previous experience. You could also request for product reviews or provide tips for product maintenance or promote a related/complimentary product through such an email.

Getting social anniversary

Imagine the delight when you get in touch with your subscriber mentioning the first time when they got social with you over Twitter or Facebook and liked or re-tweeted your post. If you have some data there, grab it on and surprise your subscriber with a getting social anniversary email!

If you have more such anniversary email ideas, please keep us posted in the comment box below, we would certainly love to hear from you.

Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.